Branding consultancy Wren & Rowe has created the identity and pack design for Baxters Fresh Soup of the Season, a Fresh Soup sub-brand.

The range comes as Scottish food group Baxters looks to take on the likes of New Covent Garden Food Co’s Seasonal Soups in the lucrative fresh soup sector, says Wren & Rowe managing director Paul Foulkes-Arellano.

‘It’s amazing how much fresh soup is sold nationwide; the figure is going up 30 per cent every year,’ he explains.

The identity work encompassed the creation of a sub-brand name and ‘salad-green colour palette’, which are applied in an on-pack banner that makes use of typography from the existing Baxters’ identity.